DoubleVerify launches connected TV viewability solution
In brief
Digital media measurement platform DoubleVerify has hailed a new product as the industry’s “first-ever scalable solution to verify viewability on Connected TV”.
It claims its DV Authentic Ad product enables advertisers to measure ad viewability on CTV as being fully viewed, by a real person, in a brand-safe environment.
In 2022, DV found that one in four leading CTV environments and apps continued to play ads even after the television was turned off.
Previously, viewability measurement has not been possible in CTV because of a lack of technical standards across the ecosystem, the company added in an announcement today.
